After setting its sights to become the app for all things video, Instagram hopes to take this one step further by reportedly turning all video content into Reels. According to a spokesperson from Meta to news platform TechCrunch, the company is testing this feature as part of their “efforts to simplify and improve the video experience on Instagram”.

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However, it’ll be interesting to see how this plays out. Some have pointed out that this pivot to Reels will pose problems for videos that are or have been uploaded in a horizontal or square format. Also, does this mean the time limit on Reels will extend beyond 90 seconds?

For now this new video format is currently being tested by selected users. There’s no news as to when Instagram plans to roll out the change more widely, but it’s likely an update will follow soon.

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It’s clear Instagram is committed to competing against short-form rival TikTok. Last year, Instagram head Adam Mosseri signified the shift to prioritising video by declaring the app was no “longer a photo-sharing app”. The company then merged IGTV and Instagram feed videos into Instagram Video. In May, Meta also tested a full-screen home feed to spotlight video content. And with Reels now making up more than 20% of the time that people spend on Instagram, it’s no surprise the company wants to maximise on this.
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Your weekly round up of the latest industry news and platform updates collated by Digital Voices’ Strategy and Insights team.

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